How Nespresso Sells Coffee for $200 a Kilo (And You Think It’s Cheap)
Discover how Nespresso transformed a cheap commodity into a $160/kg luxury product using price reframing psychology.
Category Marketing
The Decoy Effect: Why the Medium Popcorn Exists (And How to Use It to Sell More)?
Discover how the Decoy Effect manipulates your choices at the movies and learn how to use Price Anchoring to sell more expensive products using Dan Ariely's behavioral psychology.
From 9 Pages of Text to 1 Sentence: How Clarity Saved Apple from Bankruptcy
In 1983, Apple failed with a 9-page ad. In 2001, it won with 5 words. Discover how clarity saved the company in this StoryBrand case study.
The Luke Skywalker Mistake: Why Your Brand Loses Sales by Trying to Be the Hero?
Does your brand try to be the hero? Discover the "Luke Skywalker Mistake" and learn how to use the StoryBrand framework to position yourself as the Guide your customer needs.
The $1 Million Cord: How Toyota Beat GM Using Systems (Not Goals)
See how the "Andon Cord" and Toyota's focus on Systems outperformed GM's production Goals. An efficiency lesson for 2026.
Why Your 2026 Goals Will Fail (and the System That Replaces Willpower)
Why do your New Year's resolutions fail? Learn the difference between Goals and Systems (based on Atomic Habits) and ensure consistent results in 2026.
The day motivation ends (and strategy begins)
For 2026, my invitation to you isn't "be more motivated."
My invitation is: be more strategic!
How Coca-Cola Invented Christmas (Or at least, the Santa you know)
Discover how Coca-Cola helped shape the modern image of Santa Claus to solve a seasonality problem and created the biggest branding case in history.
The Neuroscience of Christmas: Why Your Brain Buys What It Doesn’t Need in December
Understand the psychological triggers (Scarcity, Reciprocity, and Halo Effect) that make Christmas the biggest retail date and learn how the brain decides to buy.
A Tale of Two Strategies: Why Kodak Died and Magalu Became a Giant
A strategic comparison between Kodak's failure and Magazine Luiza's success. Understand why the fear of cannibalization destroys companies.